Media Outreach for Eye Donation Month
Eye Bank Association of America (EBAA)
The Eye Bank Association of America (EBAA) champions the restoration of sight through core services to its members that advance donation, transplantation, and research in their respective communities and globally.
In 2018, one component of supporting this mission was rebranding Eye Donation Month. Since 1983, when President Ronald Reagan proclaimed the first National Eye Donor Month (NEDM), the eye bank community utilized NEDM to promote cornea donation and transplantation awareness; encourage individuals to register as eye, organ and tissue donors; share stories about donors and their families; and celebrate cornea recipients.
In 2018, EBAA renamed and rebranded NEDM to Eye Donation Month and moved the celebration from March to November.
Gavilan & Associates (G&A), in partnership with Harrison Communications, launched an aggressive media outreach campaign to support new Eye Donation Month.
The G&A team employed a multipronged approach to generate media interest in Eye Donation Month:
The stories were the key to our media success. The combination of partnering with community eye banks throughout the country to arrange interviews, contacting reporters individually and distributing two media advisories resulted in coverage reaching 11.7 million individuals.